Joycoast was founded by Reese due to a need for a more comfortable watch. Reese continuously insisted on not wearing traditional steel watches because they were heavy, clunky, and uncomfortable. It wasn't until 2015 when Reese realized one of the oldest materials (wood) could be combined with modern technology to create a unique, lightweight, and amazingly comfortable piece of art to wear on your wrist. This is when Joycoast was born, and to this day Reese only wears wooden watches and has been raising awareness for wood as a sustainable and eco-friendly alternative to traditional steel watches and sunglasses. Joycoast now has a full product line of accessories including wooden watches, wooden sunglasses, and wooden rings. Joycoast plants 10 trees for every product sold through their partnership with Trees For the Future, and teaches families how to grow their own forest gardens to provide food and income for their families while positively impacting the environment.